WellBeing, the female health charity, says that over-reliance on one-off fundraising events has left it "vulnerable" and that it must widen its fundraising channels to build a more sustainable income.
The charity is launching its first press insert campaign which aims to recruit new members with an appeal asking for donations to fund research into ovarian cancer.
In the past, WellBeing has channelled all donor recruitment activity through direct mail appeals.
"We've come to realise that for an organisation the size of WellBeing, sustainable income will come through fundraising from individuals, whether they be major donors or regular givers," said Jane Arnell, director at WellBeing.
"Previously we've been very events-driven, which has sometimes left us vulnerable to changing economic climates. In such a competitive market, you simply can't build a long-term fundraising strategy around the kind of activity where you can't be 100 per cent sure of a successful outcome."
She said that the charity would focus on developing committed giving and its major donor work.
WellBeing decided to concentrate on ovarian cancer for the insert initiative after a successful direct mail campaign on the disease at the beginning of the year.
It hopes that by increasing its supporter base through the campaign, it will be able to step up its research into the causes of the cancer, which kills thousands of women every year.